News & Articles
Social networking and Web 2.0 are the latest buzzwords for nonprofits on the technology front. YouTube, Facebook, MySpace, Technorati, what does it all mean, and why should nonprofits bother with all of this stuff anyway?
What’s it got to do with mission?
If you market a campaign as global, you better show people it’s global.
That was the motto brandished by Greenpeace International during the planning stages of the nonprofit’s global “The Great Whale Trail” tagging campaign. The accompanying Web site had the same global objective, with the added and very ambitious goal of combining activism with fundraising -online.
“What we’re doing, in a sense, is inventing the wheel,” said Ryann Miller, fundraising innovation consultant at Toronto-based HJC New Media, which partnered with Greenpeace to develop the online peer-to-peer fundraising aspect of The Great Whale Trail campaign. “This is not direct marketing. This is not direct mail. So, it’s a lot harder for us to project what a campaign is going to end up looking like. We’re still seeing what the potential is.”
The Web site (http://secure.greenpeace.org/visitor/index.php?event_id=main), said Miller, is modifiable by each participating Greenpeace national regional office (NRO), but the main points remain congruent throughout. The custom-built platform includes a sidebar located on the right side of the page, which displays three ranking lists, “Latest Donors,” “Global Top Fundraisers,” and “Top Fundraisers,” each updated automatically. “We built this tool and this campaign so that it would work in each and every country office,” said Miller.
Still in the early stages of the project (it was launched at the beginning of November), Greenpeace International New Media Fundraiser Alexandra Merory, based in the Netherlands, said the group is not ready to share how much has been raised. She did speak to the uniqueness of the effort, and to its sometimes-unexpected successes.
“The Great Whale Trail tagging project has been an important project as through the scientific research,” said Merory by email. “We approached the issue in a new way, and through the social network fundraising we allowed supporters to engage with the campaign in a different way.”
According to Merory, the nonprofit managed to roll out the peer-to-peer fundraising in eight countries with very different markets, and in six languages. The participating countries include places where whaling is a big market, such as Japan and New Zealand, but there were also a few surprises. “Happy” surprises, said HJC’s Miller.
“Hungary is a great example of a smaller regional office that is more nimble, and eager to take a chance and a risk,” Merory said of the landlocked eastern European nation. Greenpeace’s NRO in China also found success with the effort, as evidenced by the reigning “Global Top Fundraiser,” Joe Wu of China, whose individual Web page (all in Chinese except for the dollars raised) shows that Wu garnered eight sponsors and raised $1,050 (as of Dec. 13).
Traffic to the group’s Google Maps Web page, which uses satellite tracking to show the migration of threatened humpback whales has been impressive, said Merory. (Note: the posting of the whales’ location is delayed to ensure whalers cannot locate them) And as a not-so-side note side note, a contest to name one of the whales resulted in “a huge viral explosion,” she said, with more than 115,000 votes cast worldwide for the winning name, “Mr. Splashy Pants.”
The contest was cited on several Web sites. People created their own “Vote for Mr. Splashy Pants” groups on Facebook; and, the “Mr. Splashy Pants” Web site earned the top spot on the user-generated site Reddit.com.
As clouds that began gathering over the economy during this past summer and appeared to darken toward the end of the year, nonprofit year-end fundraising drives produced mixed results, based on preliminary reports. Some organizations managed to run up sizable gains, while others found themselves scrambling during late November and December to try to hit goals.
“Overall, client programs were quite healthy this year-end,” said Daniel S. Doyle, president and CEO of the fundraising consultant Mal Warwick Associates in Berkeley, Calif. Organizations met or beat their 2006 performance when tapping their existing donor bases, he added, but ran into “difficulty” trying to acquire new donors. Last year, St. Jude Children’s Research Hospital in Memphis, Tenn., decided to hire six people to work on nothing but its Thanks & Giving campaign, after three years of having existing staff work on it in addition to other duties. The results: nine new corporate partners and an increase in donations that could run as high as 50 percent, said David L. McKee, the chief operating officer of ALSAC/St. Jude, the hospital’s fundraising arm. The total, which he estimated would reach between $39 million and $41 million, was even greater than the 30-percent gain St. Jude projected.
Travelers picked coffee in the Guatemalan highlands, benefiting local Tzutujil Maya communities.
Fundraisers raise funds. It’s in the title. But great fundraisers are more than human automated teller machines.
You spend years getting used to something and then it’s snatched away. Netscape Navigator, the once-popular Web browser now owned by AOL, will not be supported after February 1. At one point during the 1990s, Netscape was used by more than 90 percent of people surfing the Web.
It has long been a focus of attention to develop training for the frontline staff responsible for daily, point-of-work supervision of volunteers. But every project initiated at the top executive level must be implemented across and down the organizational ladder, relying along the way on the buy-in of middle managers: branch/affiliate directors, department heads, unit supervisors, and others for whom volunteers become a factor in their team’s effectiveness.
Perhaps more worrisome than security breaches, which occur relatively infrequently outside the university arena, consider industry statistics for data loss, compiled by online back-up firms Data Deposit Box and Protect Data:
As nonprofit leaders navigate the ever-changing world of high technology, they find themselves encountering terms that can be arcane or confusing.
Ten is such a nice, round number. It’s everywhere: The 10 Commandments. David Letterman’s nightly Top 10 lists. How many fingers? Toes? And how high does volume go? That’s right, 10.
Blog Posts Archive
Current Print Edition
April 1, 2015Table Of Contents
Vol. 29 No. 5
In The News